Data from NielsenIQ has shown that 66% of UK shoppers are actively making choices to improve their health.
Total Till sales growth increased by 3.8% at UK supermarkets in the last four weeks ending 14th June 2025, up from the increase of 3% recorded in May, according to data from NielsenIQ (NIQ).
NIQ data also showed a “continued effort” by shoppers to find the best prices and promotions with in-store visits (+4.5%) growing ahead of online (+1.5%). However, the average spend per visit decreased by 2.5% to £18.61, which NIQ said was a trend seen throughout 2025 as shoppers continued to “hunt for savings”.
The company stated that the uplift in sales was likely due to warmer weather facilitating al fresco and at-home dining, as well as a sunny Father’s Day encouraging shoppers to celebrate with family. However, it also said that “waning” consumer confidence and continuing inflation means UK shoppers are still shopping with caution as unit growths were down by 0.7%.
Healthy options see increase in sales
Despite this, NIQ data shows a shift in shoppers’ diets towards healthier eating habits. The largest category shifts were big pot yogurts (+29%) followed by frozen fruit (+21%); vitamins (+15%) and healthier snacks such as rice cakes (+18%) and sushi (+15%), which all saw an increase in sales over the past four weeks.
NIQ labelled household health as a “paramount concern”, and with nearly nine out of 10 UK households stating that looking after their health is important or very important, this mindset “naturally channels” consumer spending toward healthier, fresher options. This aligns with findings from NIQ’s Global State of Health & Wellness report, which revealed that 66% of UK shoppers are actively making choices to improve their health and wellness.
A closer look at healthy eating habits revealed that limiting processed foods is now the “single most important aspect for many”, said the data. A total of 44% of consumers are actively working to reduce their intake of processed items. In addition, 36% are making a concerted effort to eat five portions of fruits and vegetables each day.
In terms of retailer performance over the past 12 weeks, both Tesco (+6.6%) and Sainsbury’s (+5.8%) benefited from new shoppers and more frequent visits. Ocado continues to lead growth (+15.6%) and Waitrose (+5.5%) also had good sales momentum.
Mike Watkins, head of retailer and business insight at NielsenIQ, said: “In the first six weeks of summer 2025, shoppers have spent £700 million more and 75% (£521 million) of that has been in fresh and chilled foods. This perhaps indicates the shift of spend not just towards convenient fresh food options but towards a more healthy and nutritious diet.
“A sustained period of summer weather through to the first week of September would be helpful to the industry as this would tip the balance back to positive unit growth.”
